British Airways turns puddles into ads for winter sun

British Airways is finding a reason to book a holiday in the puddles beneath our feet.

Its new outdoor campaign, created by Uncommon, uses reflections of rain-soaked Britain to deliver a simple reminder: “It’s always sunny somewhere.”

Called ‘Puddles’, the series captures everyday British life through reflections in standing water. Each photograph also catches a plane in the grey skies, suggesting an escape for anyone whose enthusiasm for winter is already wearing thin.

Photographed by Daniel Benson at Making Pictures during an unscripted reportage shoot, the images find beauty in wet streets and people carrying on with their day.

The puddles provide both the setting and the photographic device, with the aircraft connecting the scene to somewhere warmer.

The timing taps into a familiar seasonal impulse. According to British Airways, colder days, darker evenings and grey skies bring an annual rise in winter sun searches and bookings.

The work follows the airline’s British accent campaign and continues its photographic approach to outdoor advertising, seen in last year’s ‘Reflections’ campaign.

‘Puddles’ is live across digital six-sheet screens at London railway stations, with media placement handled by MG OMD.

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